In an effort to encourage live viewing and test interest in future episodes, Comcast and cable network FX recently completed a trial for The Bridge that offered exclusive access to a future episode through VOD after the current episode aired Wednesday nights.
The live viewing combined with VOD options was only available for Comcast subscribers with the set-top box or the X1 service, rewarding them with exclusives if they watched the show live. On Wednesday nights, Comcast would air the regular episode on FX, then point customers to its VOD if they wanted to watch the following week’s episode ahead of time.
While promoting The Bridge and offering a somewhat limited binge-viewing option of the show, the trial also touted Comcast’s VOD platform in the hopes that viewers would come back to watch other VOD options.
The test ran through The Bridge’s first six episodes of season two. Comcast has not released results of the test or how many viewers took part in the VOD viewing, but says that other companies want to try similar tactics with the cable provider. Comcast has been trying out other features on its X1 service for binge viewers, including its “Next Episode Suggestions,” in which the platform will find the next episode of the show a viewer just completed and point to where it can be found on VOD, DVR or to purchase. A new X1 DVR option could let customers record up to 15 shows at once.
Read more at Multichannel News.
Brief Take: The combination of live viewing and future episodes on VOD allows shows such as The Bridge to get exposure without giving up advertising opportunities or letting fans find the episode elsewhere on unofficial or illegal sites.
[Image courtesy of FX]
Tags: